SlideShare a Scribd company logo
1 of 19
Download to read offline
Webinar:
Personalization,
Your Landing Page Breakthrough
April 2, 2013




                Mike Telem
                VP of Business Development
                & Co-founder
Webinar Overview

1. Current B2B Campaigns

2. Real-time B2B Personalization

3. Relevancy and Success (Auto-Tune)

4. Personalizing and Optimizing
     • Landing Pages
     • Pay Per Click (PPC)
     • Email
MARKETERS AND DATA:

“Only 11% of the decisions that
marketers make are based on data.

50% of marketers surveyed said they
mostly rely on intuition.”

Harvard Business Review – August 2012
Current B2B Campaigns

• 98% traffic anonymous and un-addressable
• 70% of the buying process is done before contact
• Free analytics tools, but expensive analysis
• Time and resource shortage for proper data analysis
• Post-mortem insights and campaign optimization
Are your B2B Tools good enough?

Tools
•   Data Analysis, A/B Testing, Segmentation, Personalization, Web Analytics


The Challenge
• Speed

• Timing

• Relevancy
Real-time B2B Personalization

• Segments Inbound prospects in real-time based on:




• Auto-engages segmented prospects with
  personalized content or calls-to-action while on site
  and in context, even if they are anonymous
Relevancy and Success (Auto-Tune)

• Learning and optimization tool
• Automatically runs highest converting campaigns
• No more guesswork
• Most relevant content for top-funnel prospects
Personalizing & Optimizing Landing Pages


• Firmographic Relevancy

• Behavior-based

• Knowing the user's device (mobile, tablet)

• Selects the most converting Calls to Action

• Real-time decision to display content

• Intuitive, learning algorithms that maximize ROI
Landing Page Personalization Campaign




Header
Change
                                                           Reduce
                                                           Fields
Content
Change
                                                           CTA
                                                           Change




          A prospect from the Governmental Industry
Landing Page Personalization Campaign




Knowing the prospect’s device from the Governmental Industry
Personalizing & Optimizing Landing Pages
Real Life Use Case


• Organization: Insightera

• Campaign: High Value Lead Gen.

• Target Audience: Advanced marketer

• Segment: Specific Google + Linkedin ads

• Campaign Auto-Tune: ABM messaging vs RTM
  messaging

• Channel: Insightera.com

• Results: Account Based marketing converted 4x
  more
Personalization & Optimization

     PPC and Email Campaigns
Digital Marketing Budgets




              1. SEO, PPC and Display account for 42% of budget
              2. Email 2nd most important digital marketing program
              3. Investment in company websites on the rise

2012 IDC tech marketing barometer study
Personalizing & Optimizing PPC Campaigns

            SEO, PPC and Display Ads - 42% of marketing budgets*


            How can you optimize?

            • Landing page optimization

                   • Based on source, industry & location

            • Dynamic keyword insertion / messaging on landing page

            • Use Auto-Tune findings in PPC adverts

            • Redirect SEO traffic to relevant landing page


*2012 IDC tech marketing barometer study
Personalizing & Optimizing Emails

              16% of digital budgets spent on email marketing*


              How can you optimize?

              • Real-time learning and Auto-Tune on the fly

              • Identified prospects - Email account based marketing

              • Change the B2B to personalized B2P




*2012 IDC tech marketing barometer study
Conclusion - Personalization, Your
Landing Page Breakthrough

• Advancing your ROI on Landing pages, PPC and Email

• Real-time, Auto-Tune – continuous optimization

• Personalization – relevancy and success

• Invest in onsite, attentive traffic

• Change the B2B to B2P
Questions?
Connect with us:
   insightera.com/blog

   facebook.com/insightera

   twitter.com/insightera

   Mike Telem - mike@insightera.com

   David Myers - davidm@insightera.com
Personalization your Landing Page Breakthrough

More Related Content

What's hot

B2B content that drives conversions - Pardot Connections 2013 Presentation.pdf
B2B content that drives conversions - Pardot Connections 2013 Presentation.pdfB2B content that drives conversions - Pardot Connections 2013 Presentation.pdf
B2B content that drives conversions - Pardot Connections 2013 Presentation.pdfBrainrider B2B Marketing
 
Business to business content marketing case study
Business to business content marketing case studyBusiness to business content marketing case study
Business to business content marketing case studyBrainrider B2B Marketing
 
BMF Members Day Construction Digital Marketing Strategy Presentation
BMF Members Day Construction Digital Marketing Strategy PresentationBMF Members Day Construction Digital Marketing Strategy Presentation
BMF Members Day Construction Digital Marketing Strategy Presentationnpauley
 
How Datavail Built an Efficient Content Engine with Kapost
How Datavail Built an Efficient Content Engine with KapostHow Datavail Built an Efficient Content Engine with Kapost
How Datavail Built an Efficient Content Engine with KapostKapost
 
Making Account Based Marketing Work: Aligning ABM with the Buyer’s Journey
Making Account Based Marketing Work: Aligning ABM with the Buyer’s JourneyMaking Account Based Marketing Work: Aligning ABM with the Buyer’s Journey
Making Account Based Marketing Work: Aligning ABM with the Buyer’s JourneyLookBookHQ
 
ExactTarget Connections Adobe Analytics & ExactTarget Integration
ExactTarget Connections Adobe Analytics & ExactTarget IntegrationExactTarget Connections Adobe Analytics & ExactTarget Integration
ExactTarget Connections Adobe Analytics & ExactTarget IntegrationCrown
 
Intel Security at Modern Marketing Experience 2016
Intel Security at Modern Marketing Experience 2016Intel Security at Modern Marketing Experience 2016
Intel Security at Modern Marketing Experience 2016LookBookHQ
 
Optimize content for seo
Optimize content for seoOptimize content for seo
Optimize content for seoRubeena Hasan
 
Blueprint for constructing a powerful web presence - 2019
Blueprint for constructing a powerful web presence - 2019Blueprint for constructing a powerful web presence - 2019
Blueprint for constructing a powerful web presence - 2019Stoney deGeyter
 
2020 Key Digital Marketing Strategies
2020 Key Digital Marketing Strategies2020 Key Digital Marketing Strategies
2020 Key Digital Marketing StrategiesIsabelle Durkin
 
Inside Look: How Top Brands Drive Revenue from Instagram
Inside Look: How Top Brands Drive Revenue from InstagramInside Look: How Top Brands Drive Revenue from Instagram
Inside Look: How Top Brands Drive Revenue from InstagramTinuiti
 
Best practices for using customer-generated content - DCMS, 2/12/16
Best practices for using customer-generated content - DCMS, 2/12/16Best practices for using customer-generated content - DCMS, 2/12/16
Best practices for using customer-generated content - DCMS, 2/12/16Digiday
 
State of the Industry Research presented by AddThis: Modern Audience Building...
State of the Industry Research presented by AddThis: Modern Audience Building...State of the Industry Research presented by AddThis: Modern Audience Building...
State of the Industry Research presented by AddThis: Modern Audience Building...Digiday
 
Live Webinar: 10 Ways to Drive Killer Results for your Clients with Sponsored...
Live Webinar: 10 Ways to Drive Killer Results for your Clients with Sponsored...Live Webinar: 10 Ways to Drive Killer Results for your Clients with Sponsored...
Live Webinar: 10 Ways to Drive Killer Results for your Clients with Sponsored...LinkedIn
 
PPC Advertising for Retail
PPC Advertising for RetailPPC Advertising for Retail
PPC Advertising for RetailThe Tomorrow Lab
 
Paid Search Full Court Press: Integrating Paid Search into Your Wider Marketi...
Paid Search Full Court Press: Integrating Paid Search into Your Wider Marketi...Paid Search Full Court Press: Integrating Paid Search into Your Wider Marketi...
Paid Search Full Court Press: Integrating Paid Search into Your Wider Marketi...Anvil Media, Inc.
 
Case study - Integrated Analytics Platform for Digital Ads
Case study - Integrated Analytics Platform for Digital AdsCase study - Integrated Analytics Platform for Digital Ads
Case study - Integrated Analytics Platform for Digital Adsharshilad
 
Facebook case study - Integrated Analytics Platform for Digital Ads
Facebook case study - Integrated Analytics Platform for Digital AdsFacebook case study - Integrated Analytics Platform for Digital Ads
Facebook case study - Integrated Analytics Platform for Digital Adsharshilad
 

What's hot (20)

B2B content that drives conversions - Pardot Connections 2013 Presentation.pdf
B2B content that drives conversions - Pardot Connections 2013 Presentation.pdfB2B content that drives conversions - Pardot Connections 2013 Presentation.pdf
B2B content that drives conversions - Pardot Connections 2013 Presentation.pdf
 
Business to business content marketing case study
Business to business content marketing case studyBusiness to business content marketing case study
Business to business content marketing case study
 
Leads to RoI for SMBs
Leads to RoI for SMBsLeads to RoI for SMBs
Leads to RoI for SMBs
 
BMF Members Day Construction Digital Marketing Strategy Presentation
BMF Members Day Construction Digital Marketing Strategy PresentationBMF Members Day Construction Digital Marketing Strategy Presentation
BMF Members Day Construction Digital Marketing Strategy Presentation
 
How Datavail Built an Efficient Content Engine with Kapost
How Datavail Built an Efficient Content Engine with KapostHow Datavail Built an Efficient Content Engine with Kapost
How Datavail Built an Efficient Content Engine with Kapost
 
Making Account Based Marketing Work: Aligning ABM with the Buyer’s Journey
Making Account Based Marketing Work: Aligning ABM with the Buyer’s JourneyMaking Account Based Marketing Work: Aligning ABM with the Buyer’s Journey
Making Account Based Marketing Work: Aligning ABM with the Buyer’s Journey
 
ExactTarget Connections Adobe Analytics & ExactTarget Integration
ExactTarget Connections Adobe Analytics & ExactTarget IntegrationExactTarget Connections Adobe Analytics & ExactTarget Integration
ExactTarget Connections Adobe Analytics & ExactTarget Integration
 
Intel Security at Modern Marketing Experience 2016
Intel Security at Modern Marketing Experience 2016Intel Security at Modern Marketing Experience 2016
Intel Security at Modern Marketing Experience 2016
 
Optimize content for seo
Optimize content for seoOptimize content for seo
Optimize content for seo
 
Blueprint for constructing a powerful web presence - 2019
Blueprint for constructing a powerful web presence - 2019Blueprint for constructing a powerful web presence - 2019
Blueprint for constructing a powerful web presence - 2019
 
2020 Key Digital Marketing Strategies
2020 Key Digital Marketing Strategies2020 Key Digital Marketing Strategies
2020 Key Digital Marketing Strategies
 
Inside Look: How Top Brands Drive Revenue from Instagram
Inside Look: How Top Brands Drive Revenue from InstagramInside Look: How Top Brands Drive Revenue from Instagram
Inside Look: How Top Brands Drive Revenue from Instagram
 
Best practices for using customer-generated content - DCMS, 2/12/16
Best practices for using customer-generated content - DCMS, 2/12/16Best practices for using customer-generated content - DCMS, 2/12/16
Best practices for using customer-generated content - DCMS, 2/12/16
 
State of the Industry Research presented by AddThis: Modern Audience Building...
State of the Industry Research presented by AddThis: Modern Audience Building...State of the Industry Research presented by AddThis: Modern Audience Building...
State of the Industry Research presented by AddThis: Modern Audience Building...
 
Live Webinar: 10 Ways to Drive Killer Results for your Clients with Sponsored...
Live Webinar: 10 Ways to Drive Killer Results for your Clients with Sponsored...Live Webinar: 10 Ways to Drive Killer Results for your Clients with Sponsored...
Live Webinar: 10 Ways to Drive Killer Results for your Clients with Sponsored...
 
PPC Advertising for Retail
PPC Advertising for RetailPPC Advertising for Retail
PPC Advertising for Retail
 
Paid Search Full Court Press: Integrating Paid Search into Your Wider Marketi...
Paid Search Full Court Press: Integrating Paid Search into Your Wider Marketi...Paid Search Full Court Press: Integrating Paid Search into Your Wider Marketi...
Paid Search Full Court Press: Integrating Paid Search into Your Wider Marketi...
 
Case study - Integrated Analytics Platform for Digital Ads
Case study - Integrated Analytics Platform for Digital AdsCase study - Integrated Analytics Platform for Digital Ads
Case study - Integrated Analytics Platform for Digital Ads
 
Facebook case study - Integrated Analytics Platform for Digital Ads
Facebook case study - Integrated Analytics Platform for Digital AdsFacebook case study - Integrated Analytics Platform for Digital Ads
Facebook case study - Integrated Analytics Platform for Digital Ads
 
LEAP 2019 Roadmap
LEAP 2019 RoadmapLEAP 2019 Roadmap
LEAP 2019 Roadmap
 

Viewers also liked

VYMARK Instituto de Ventas y Marketing Florida Universitaria
VYMARK Instituto de Ventas y Marketing Florida UniversitariaVYMARK Instituto de Ventas y Marketing Florida Universitaria
VYMARK Instituto de Ventas y Marketing Florida UniversitariaPau Klein
 
Curriculum Vitae
Curriculum VitaeCurriculum Vitae
Curriculum Vitaenaxo_gp
 
Energía para la paz
Energía para la pazEnergía para la paz
Energía para la pazPau Solanilla
 
Alegaciones orange
Alegaciones orangeAlegaciones orange
Alegaciones orangebadaloni
 
MEASURE’s Structured Metrics Meta-Model Module at TAROT 2016
MEASURE’s Structured Metrics Meta-Model Module at TAROT 2016MEASURE’s Structured Metrics Meta-Model Module at TAROT 2016
MEASURE’s Structured Metrics Meta-Model Module at TAROT 2016Alessandra Bagnato
 
Revisión de objetivos semestral
Revisión de objetivos semestralRevisión de objetivos semestral
Revisión de objetivos semestrallolikas
 
Introducción al Coaching / ACCIONAR
Introducción al Coaching / ACCIONARIntroducción al Coaching / ACCIONAR
Introducción al Coaching / ACCIONARMarcela Nardin
 
Paquetes predeterminados banquetes de susi
Paquetes predeterminados banquetes de susiPaquetes predeterminados banquetes de susi
Paquetes predeterminados banquetes de susizizou8999
 
The toggleclampfactory ,ganter griff,amf toggle clamp xref
The toggleclampfactory ,ganter griff,amf toggle clamp xrefThe toggleclampfactory ,ganter griff,amf toggle clamp xref
The toggleclampfactory ,ganter griff,amf toggle clamp xrefTing Yu
 
Educ 20 principios y valores
Educ 20 principios y valoresEduc 20 principios y valores
Educ 20 principios y valoresLucy Padilla
 
Gamification : digital marketing entertainment
Gamification : digital marketing entertainment Gamification : digital marketing entertainment
Gamification : digital marketing entertainment Digiworks
 
Call Brocher Summer Academy on Ethical, Legal and Social Issues in ART
Call Brocher Summer Academy on Ethical, Legal and Social Issues in ARTCall Brocher Summer Academy on Ethical, Legal and Social Issues in ART
Call Brocher Summer Academy on Ethical, Legal and Social Issues in ARTFondation Brocher
 
Cv huawe alcate zte_nsn cv
Cv huawe alcate zte_nsn cvCv huawe alcate zte_nsn cv
Cv huawe alcate zte_nsn cvFarhan Awan
 
Maxxelli Real Estate Chengdu, Your Relocation Solution To Find House Appartem...
Maxxelli Real Estate Chengdu, Your Relocation Solution To Find House Appartem...Maxxelli Real Estate Chengdu, Your Relocation Solution To Find House Appartem...
Maxxelli Real Estate Chengdu, Your Relocation Solution To Find House Appartem...Maxxelli Chengdu
 
Capa de enlace de datos
Capa de enlace de datosCapa de enlace de datos
Capa de enlace de datosComdat4
 

Viewers also liked (20)

La hoja en blanco
La hoja en blancoLa hoja en blanco
La hoja en blanco
 
VYMARK Instituto de Ventas y Marketing Florida Universitaria
VYMARK Instituto de Ventas y Marketing Florida UniversitariaVYMARK Instituto de Ventas y Marketing Florida Universitaria
VYMARK Instituto de Ventas y Marketing Florida Universitaria
 
Legede din kaliakra ( averio pps)
Legede din kaliakra ( averio pps)Legede din kaliakra ( averio pps)
Legede din kaliakra ( averio pps)
 
Curriculum Vitae
Curriculum VitaeCurriculum Vitae
Curriculum Vitae
 
Requisitos
RequisitosRequisitos
Requisitos
 
Energía para la paz
Energía para la pazEnergía para la paz
Energía para la paz
 
Alegaciones orange
Alegaciones orangeAlegaciones orange
Alegaciones orange
 
Seriadas
SeriadasSeriadas
Seriadas
 
MEASURE’s Structured Metrics Meta-Model Module at TAROT 2016
MEASURE’s Structured Metrics Meta-Model Module at TAROT 2016MEASURE’s Structured Metrics Meta-Model Module at TAROT 2016
MEASURE’s Structured Metrics Meta-Model Module at TAROT 2016
 
Revisión de objetivos semestral
Revisión de objetivos semestralRevisión de objetivos semestral
Revisión de objetivos semestral
 
Introducción al Coaching / ACCIONAR
Introducción al Coaching / ACCIONARIntroducción al Coaching / ACCIONAR
Introducción al Coaching / ACCIONAR
 
Paquetes predeterminados banquetes de susi
Paquetes predeterminados banquetes de susiPaquetes predeterminados banquetes de susi
Paquetes predeterminados banquetes de susi
 
The toggleclampfactory ,ganter griff,amf toggle clamp xref
The toggleclampfactory ,ganter griff,amf toggle clamp xrefThe toggleclampfactory ,ganter griff,amf toggle clamp xref
The toggleclampfactory ,ganter griff,amf toggle clamp xref
 
Educ 20 principios y valores
Educ 20 principios y valoresEduc 20 principios y valores
Educ 20 principios y valores
 
Gamification : digital marketing entertainment
Gamification : digital marketing entertainment Gamification : digital marketing entertainment
Gamification : digital marketing entertainment
 
Call Brocher Summer Academy on Ethical, Legal and Social Issues in ART
Call Brocher Summer Academy on Ethical, Legal and Social Issues in ARTCall Brocher Summer Academy on Ethical, Legal and Social Issues in ART
Call Brocher Summer Academy on Ethical, Legal and Social Issues in ART
 
Cv huawe alcate zte_nsn cv
Cv huawe alcate zte_nsn cvCv huawe alcate zte_nsn cv
Cv huawe alcate zte_nsn cv
 
Maxxelli Real Estate Chengdu, Your Relocation Solution To Find House Appartem...
Maxxelli Real Estate Chengdu, Your Relocation Solution To Find House Appartem...Maxxelli Real Estate Chengdu, Your Relocation Solution To Find House Appartem...
Maxxelli Real Estate Chengdu, Your Relocation Solution To Find House Appartem...
 
Common Extremophiles
Common ExtremophilesCommon Extremophiles
Common Extremophiles
 
Capa de enlace de datos
Capa de enlace de datosCapa de enlace de datos
Capa de enlace de datos
 

Similar to Personalization your Landing Page Breakthrough

WIA B2B Marketing Trends
WIA B2B Marketing TrendsWIA B2B Marketing Trends
WIA B2B Marketing Trendsvistacomm1
 
How to Craft an Account-Based Marketing Budget with Kwanzoo and MarianaIQ [PPT]
How to Craft an Account-Based Marketing Budget with Kwanzoo and MarianaIQ [PPT]How to Craft an Account-Based Marketing Budget with Kwanzoo and MarianaIQ [PPT]
How to Craft an Account-Based Marketing Budget with Kwanzoo and MarianaIQ [PPT]Kwanzoo Inc
 
Purl Powerpoint Proprinters
Purl Powerpoint ProprintersPurl Powerpoint Proprinters
Purl Powerpoint ProprintersDerek Miller
 
Digital Lead Generation for Economic Development
Digital Lead Generation for Economic DevelopmentDigital Lead Generation for Economic Development
Digital Lead Generation for Economic DevelopmentAtlas Integrated
 
Belfast Telegraph Digital Clinic Tues 24th Sept 2013
Belfast Telegraph Digital Clinic Tues 24th Sept 2013Belfast Telegraph Digital Clinic Tues 24th Sept 2013
Belfast Telegraph Digital Clinic Tues 24th Sept 2013Belfasttelegraphdigital
 
Creating Customized Buyer Journeys with AI and Data
Creating Customized Buyer Journeys with AI and DataCreating Customized Buyer Journeys with AI and Data
Creating Customized Buyer Journeys with AI and DataMarketo
 
5 Essential Steps to Build Targeted Campaigns Across Channels
5 Essential Steps to Build Targeted Campaigns Across Channels5 Essential Steps to Build Targeted Campaigns Across Channels
5 Essential Steps to Build Targeted Campaigns Across ChannelsDemandbase
 
Using the Right Content Strategy to Create a Personalized Digital Experience
Using the Right Content Strategy to Create a Personalized Digital ExperienceUsing the Right Content Strategy to Create a Personalized Digital Experience
Using the Right Content Strategy to Create a Personalized Digital ExperiencePerficient, Inc.
 
Ratio Partners - Getting Started with Sitecore Personalisation
Ratio Partners - Getting Started with Sitecore PersonalisationRatio Partners - Getting Started with Sitecore Personalisation
Ratio Partners - Getting Started with Sitecore PersonalisationSteve Renshaw
 
How personalization takes the scary out of your demand unit waterfall
How personalization takes the scary out of your demand unit waterfallHow personalization takes the scary out of your demand unit waterfall
How personalization takes the scary out of your demand unit waterfallBound
 
What is Real-Time Bidding (RTB)?
What is Real-Time Bidding (RTB)?What is Real-Time Bidding (RTB)?
What is Real-Time Bidding (RTB)?TRAFFIQ Company
 
Meeting Marketing Challenges with Automation and Drupal
Meeting Marketing Challenges with Automation and DrupalMeeting Marketing Challenges with Automation and Drupal
Meeting Marketing Challenges with Automation and DrupalMediacurrent
 
Marketing Automation 101
Marketing Automation 101Marketing Automation 101
Marketing Automation 101pointit
 
Digital marketing portfolio
Digital marketing portfolioDigital marketing portfolio
Digital marketing portfolioMonika Charycka
 
Flipmyfunnel ABM Presentation - Jason Jue
Flipmyfunnel ABM Presentation - Jason JueFlipmyfunnel ABM Presentation - Jason Jue
Flipmyfunnel ABM Presentation - Jason JueErin Pearson
 
Account Based Marketing Web Campaigns
Account Based Marketing Web CampaignsAccount Based Marketing Web Campaigns
Account Based Marketing Web Campaigns#FlipMyFunnel
 
ABM Master Class: Scaling, Part II
ABM Master Class: Scaling, Part IIABM Master Class: Scaling, Part II
ABM Master Class: Scaling, Part IIDemandbase
 
Lead Generation
Lead GenerationLead Generation
Lead GenerationAmy Smith
 

Similar to Personalization your Landing Page Breakthrough (20)

Engage Your Prospects Based on Their Customer Journey
Engage Your Prospects Based on Their Customer JourneyEngage Your Prospects Based on Their Customer Journey
Engage Your Prospects Based on Their Customer Journey
 
WIA B2B Marketing Trends
WIA B2B Marketing TrendsWIA B2B Marketing Trends
WIA B2B Marketing Trends
 
How to Craft an Account-Based Marketing Budget with Kwanzoo and MarianaIQ [PPT]
How to Craft an Account-Based Marketing Budget with Kwanzoo and MarianaIQ [PPT]How to Craft an Account-Based Marketing Budget with Kwanzoo and MarianaIQ [PPT]
How to Craft an Account-Based Marketing Budget with Kwanzoo and MarianaIQ [PPT]
 
Purl Powerpoint Proprinters
Purl Powerpoint ProprintersPurl Powerpoint Proprinters
Purl Powerpoint Proprinters
 
Digital Lead Generation for Economic Development
Digital Lead Generation for Economic DevelopmentDigital Lead Generation for Economic Development
Digital Lead Generation for Economic Development
 
Belfast Telegraph Digital Clinic Tues 24th Sept 2013
Belfast Telegraph Digital Clinic Tues 24th Sept 2013Belfast Telegraph Digital Clinic Tues 24th Sept 2013
Belfast Telegraph Digital Clinic Tues 24th Sept 2013
 
Creating Customized Buyer Journeys with AI and Data
Creating Customized Buyer Journeys with AI and DataCreating Customized Buyer Journeys with AI and Data
Creating Customized Buyer Journeys with AI and Data
 
5 Essential Steps to Build Targeted Campaigns Across Channels
5 Essential Steps to Build Targeted Campaigns Across Channels5 Essential Steps to Build Targeted Campaigns Across Channels
5 Essential Steps to Build Targeted Campaigns Across Channels
 
Using the Right Content Strategy to Create a Personalized Digital Experience
Using the Right Content Strategy to Create a Personalized Digital ExperienceUsing the Right Content Strategy to Create a Personalized Digital Experience
Using the Right Content Strategy to Create a Personalized Digital Experience
 
Ratio Partners - Getting Started with Sitecore Personalisation
Ratio Partners - Getting Started with Sitecore PersonalisationRatio Partners - Getting Started with Sitecore Personalisation
Ratio Partners - Getting Started with Sitecore Personalisation
 
How personalization takes the scary out of your demand unit waterfall
How personalization takes the scary out of your demand unit waterfallHow personalization takes the scary out of your demand unit waterfall
How personalization takes the scary out of your demand unit waterfall
 
What is Real-Time Bidding (RTB)?
What is Real-Time Bidding (RTB)?What is Real-Time Bidding (RTB)?
What is Real-Time Bidding (RTB)?
 
Meeting Marketing Challenges with Automation and Drupal
Meeting Marketing Challenges with Automation and DrupalMeeting Marketing Challenges with Automation and Drupal
Meeting Marketing Challenges with Automation and Drupal
 
Marketing Automation 101
Marketing Automation 101Marketing Automation 101
Marketing Automation 101
 
Digital marketing portfolio
Digital marketing portfolioDigital marketing portfolio
Digital marketing portfolio
 
Flipmyfunnel ABM Presentation - Jason Jue
Flipmyfunnel ABM Presentation - Jason JueFlipmyfunnel ABM Presentation - Jason Jue
Flipmyfunnel ABM Presentation - Jason Jue
 
Account Based Marketing Web Campaigns
Account Based Marketing Web CampaignsAccount Based Marketing Web Campaigns
Account Based Marketing Web Campaigns
 
ABM Master Class: Scaling, Part II
ABM Master Class: Scaling, Part IIABM Master Class: Scaling, Part II
ABM Master Class: Scaling, Part II
 
Lead Generation
Lead GenerationLead Generation
Lead Generation
 
Digicliff - Pioneers in Digital Marketing
Digicliff - Pioneers in Digital MarketingDigicliff - Pioneers in Digital Marketing
Digicliff - Pioneers in Digital Marketing
 

Recently uploaded

WomenInAutomation2024: AI and Automation for eveyone
WomenInAutomation2024: AI and Automation for eveyoneWomenInAutomation2024: AI and Automation for eveyone
WomenInAutomation2024: AI and Automation for eveyoneUiPathCommunity
 
A Glance At The Java Performance Toolbox
A Glance At The Java Performance ToolboxA Glance At The Java Performance Toolbox
A Glance At The Java Performance ToolboxAna-Maria Mihalceanu
 
Kuma Meshes Part I - The basics - A tutorial
Kuma Meshes Part I - The basics - A tutorialKuma Meshes Part I - The basics - A tutorial
Kuma Meshes Part I - The basics - A tutorialJoão Esperancinha
 
Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...
Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...
Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...Alkin Tezuysal
 
Emixa Mendix Meetup 11 April 2024 about Mendix Native development
Emixa Mendix Meetup 11 April 2024 about Mendix Native developmentEmixa Mendix Meetup 11 April 2024 about Mendix Native development
Emixa Mendix Meetup 11 April 2024 about Mendix Native developmentPim van der Noll
 
Transcript: New from BookNet Canada for 2024: BNC SalesData and LibraryData -...
Transcript: New from BookNet Canada for 2024: BNC SalesData and LibraryData -...Transcript: New from BookNet Canada for 2024: BNC SalesData and LibraryData -...
Transcript: New from BookNet Canada for 2024: BNC SalesData and LibraryData -...BookNet Canada
 
Long journey of Ruby standard library at RubyConf AU 2024
Long journey of Ruby standard library at RubyConf AU 2024Long journey of Ruby standard library at RubyConf AU 2024
Long journey of Ruby standard library at RubyConf AU 2024Hiroshi SHIBATA
 
Arizona Broadband Policy Past, Present, and Future Presentation 3/25/24
Arizona Broadband Policy Past, Present, and Future Presentation 3/25/24Arizona Broadband Policy Past, Present, and Future Presentation 3/25/24
Arizona Broadband Policy Past, Present, and Future Presentation 3/25/24Mark Goldstein
 
Connecting the Dots for Information Discovery.pdf
Connecting the Dots for Information Discovery.pdfConnecting the Dots for Information Discovery.pdf
Connecting the Dots for Information Discovery.pdfNeo4j
 
Why device, WIFI, and ISP insights are crucial to supporting remote Microsoft...
Why device, WIFI, and ISP insights are crucial to supporting remote Microsoft...Why device, WIFI, and ISP insights are crucial to supporting remote Microsoft...
Why device, WIFI, and ISP insights are crucial to supporting remote Microsoft...panagenda
 
Assure Ecommerce and Retail Operations Uptime with ThousandEyes
Assure Ecommerce and Retail Operations Uptime with ThousandEyesAssure Ecommerce and Retail Operations Uptime with ThousandEyes
Assure Ecommerce and Retail Operations Uptime with ThousandEyesThousandEyes
 
The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...
The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...
The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...Wes McKinney
 
Français Patch Tuesday - Avril
Français Patch Tuesday - AvrilFrançais Patch Tuesday - Avril
Français Patch Tuesday - AvrilIvanti
 
UiPath Community: Communication Mining from Zero to Hero
UiPath Community: Communication Mining from Zero to HeroUiPath Community: Communication Mining from Zero to Hero
UiPath Community: Communication Mining from Zero to HeroUiPathCommunity
 
JET Technology Labs White Paper for Virtualized Security and Encryption Techn...
JET Technology Labs White Paper for Virtualized Security and Encryption Techn...JET Technology Labs White Paper for Virtualized Security and Encryption Techn...
JET Technology Labs White Paper for Virtualized Security and Encryption Techn...amber724300
 
Digital Tools & AI in Career Development
Digital Tools & AI in Career DevelopmentDigital Tools & AI in Career Development
Digital Tools & AI in Career DevelopmentMahmoud Rabie
 
Genislab builds better products and faster go-to-market with Lean project man...
Genislab builds better products and faster go-to-market with Lean project man...Genislab builds better products and faster go-to-market with Lean project man...
Genislab builds better products and faster go-to-market with Lean project man...Farhan Tariq
 
Design pattern talk by Kaya Weers - 2024 (v2)
Design pattern talk by Kaya Weers - 2024 (v2)Design pattern talk by Kaya Weers - 2024 (v2)
Design pattern talk by Kaya Weers - 2024 (v2)Kaya Weers
 
All These Sophisticated Attacks, Can We Really Detect Them - PDF
All These Sophisticated Attacks, Can We Really Detect Them - PDFAll These Sophisticated Attacks, Can We Really Detect Them - PDF
All These Sophisticated Attacks, Can We Really Detect Them - PDFMichael Gough
 
Testing tools and AI - ideas what to try with some tool examples
Testing tools and AI - ideas what to try with some tool examplesTesting tools and AI - ideas what to try with some tool examples
Testing tools and AI - ideas what to try with some tool examplesKari Kakkonen
 

Recently uploaded (20)

WomenInAutomation2024: AI and Automation for eveyone
WomenInAutomation2024: AI and Automation for eveyoneWomenInAutomation2024: AI and Automation for eveyone
WomenInAutomation2024: AI and Automation for eveyone
 
A Glance At The Java Performance Toolbox
A Glance At The Java Performance ToolboxA Glance At The Java Performance Toolbox
A Glance At The Java Performance Toolbox
 
Kuma Meshes Part I - The basics - A tutorial
Kuma Meshes Part I - The basics - A tutorialKuma Meshes Part I - The basics - A tutorial
Kuma Meshes Part I - The basics - A tutorial
 
Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...
Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...
Unleashing Real-time Insights with ClickHouse_ Navigating the Landscape in 20...
 
Emixa Mendix Meetup 11 April 2024 about Mendix Native development
Emixa Mendix Meetup 11 April 2024 about Mendix Native developmentEmixa Mendix Meetup 11 April 2024 about Mendix Native development
Emixa Mendix Meetup 11 April 2024 about Mendix Native development
 
Transcript: New from BookNet Canada for 2024: BNC SalesData and LibraryData -...
Transcript: New from BookNet Canada for 2024: BNC SalesData and LibraryData -...Transcript: New from BookNet Canada for 2024: BNC SalesData and LibraryData -...
Transcript: New from BookNet Canada for 2024: BNC SalesData and LibraryData -...
 
Long journey of Ruby standard library at RubyConf AU 2024
Long journey of Ruby standard library at RubyConf AU 2024Long journey of Ruby standard library at RubyConf AU 2024
Long journey of Ruby standard library at RubyConf AU 2024
 
Arizona Broadband Policy Past, Present, and Future Presentation 3/25/24
Arizona Broadband Policy Past, Present, and Future Presentation 3/25/24Arizona Broadband Policy Past, Present, and Future Presentation 3/25/24
Arizona Broadband Policy Past, Present, and Future Presentation 3/25/24
 
Connecting the Dots for Information Discovery.pdf
Connecting the Dots for Information Discovery.pdfConnecting the Dots for Information Discovery.pdf
Connecting the Dots for Information Discovery.pdf
 
Why device, WIFI, and ISP insights are crucial to supporting remote Microsoft...
Why device, WIFI, and ISP insights are crucial to supporting remote Microsoft...Why device, WIFI, and ISP insights are crucial to supporting remote Microsoft...
Why device, WIFI, and ISP insights are crucial to supporting remote Microsoft...
 
Assure Ecommerce and Retail Operations Uptime with ThousandEyes
Assure Ecommerce and Retail Operations Uptime with ThousandEyesAssure Ecommerce and Retail Operations Uptime with ThousandEyes
Assure Ecommerce and Retail Operations Uptime with ThousandEyes
 
The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...
The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...
The Future Roadmap for the Composable Data Stack - Wes McKinney - Data Counci...
 
Français Patch Tuesday - Avril
Français Patch Tuesday - AvrilFrançais Patch Tuesday - Avril
Français Patch Tuesday - Avril
 
UiPath Community: Communication Mining from Zero to Hero
UiPath Community: Communication Mining from Zero to HeroUiPath Community: Communication Mining from Zero to Hero
UiPath Community: Communication Mining from Zero to Hero
 
JET Technology Labs White Paper for Virtualized Security and Encryption Techn...
JET Technology Labs White Paper for Virtualized Security and Encryption Techn...JET Technology Labs White Paper for Virtualized Security and Encryption Techn...
JET Technology Labs White Paper for Virtualized Security and Encryption Techn...
 
Digital Tools & AI in Career Development
Digital Tools & AI in Career DevelopmentDigital Tools & AI in Career Development
Digital Tools & AI in Career Development
 
Genislab builds better products and faster go-to-market with Lean project man...
Genislab builds better products and faster go-to-market with Lean project man...Genislab builds better products and faster go-to-market with Lean project man...
Genislab builds better products and faster go-to-market with Lean project man...
 
Design pattern talk by Kaya Weers - 2024 (v2)
Design pattern talk by Kaya Weers - 2024 (v2)Design pattern talk by Kaya Weers - 2024 (v2)
Design pattern talk by Kaya Weers - 2024 (v2)
 
All These Sophisticated Attacks, Can We Really Detect Them - PDF
All These Sophisticated Attacks, Can We Really Detect Them - PDFAll These Sophisticated Attacks, Can We Really Detect Them - PDF
All These Sophisticated Attacks, Can We Really Detect Them - PDF
 
Testing tools and AI - ideas what to try with some tool examples
Testing tools and AI - ideas what to try with some tool examplesTesting tools and AI - ideas what to try with some tool examples
Testing tools and AI - ideas what to try with some tool examples
 

Personalization your Landing Page Breakthrough

  • 1. Webinar: Personalization, Your Landing Page Breakthrough April 2, 2013 Mike Telem VP of Business Development & Co-founder
  • 2. Webinar Overview 1. Current B2B Campaigns 2. Real-time B2B Personalization 3. Relevancy and Success (Auto-Tune) 4. Personalizing and Optimizing • Landing Pages • Pay Per Click (PPC) • Email
  • 3. MARKETERS AND DATA: “Only 11% of the decisions that marketers make are based on data. 50% of marketers surveyed said they mostly rely on intuition.” Harvard Business Review – August 2012
  • 4. Current B2B Campaigns • 98% traffic anonymous and un-addressable • 70% of the buying process is done before contact • Free analytics tools, but expensive analysis • Time and resource shortage for proper data analysis • Post-mortem insights and campaign optimization
  • 5. Are your B2B Tools good enough? Tools • Data Analysis, A/B Testing, Segmentation, Personalization, Web Analytics The Challenge • Speed • Timing • Relevancy
  • 6. Real-time B2B Personalization • Segments Inbound prospects in real-time based on: • Auto-engages segmented prospects with personalized content or calls-to-action while on site and in context, even if they are anonymous
  • 7. Relevancy and Success (Auto-Tune) • Learning and optimization tool • Automatically runs highest converting campaigns • No more guesswork • Most relevant content for top-funnel prospects
  • 8. Personalizing & Optimizing Landing Pages • Firmographic Relevancy • Behavior-based • Knowing the user's device (mobile, tablet) • Selects the most converting Calls to Action • Real-time decision to display content • Intuitive, learning algorithms that maximize ROI
  • 9. Landing Page Personalization Campaign Header Change Reduce Fields Content Change CTA Change A prospect from the Governmental Industry
  • 10. Landing Page Personalization Campaign Knowing the prospect’s device from the Governmental Industry
  • 11. Personalizing & Optimizing Landing Pages
  • 12. Real Life Use Case • Organization: Insightera • Campaign: High Value Lead Gen. • Target Audience: Advanced marketer • Segment: Specific Google + Linkedin ads • Campaign Auto-Tune: ABM messaging vs RTM messaging • Channel: Insightera.com • Results: Account Based marketing converted 4x more
  • 13. Personalization & Optimization PPC and Email Campaigns
  • 14. Digital Marketing Budgets 1. SEO, PPC and Display account for 42% of budget 2. Email 2nd most important digital marketing program 3. Investment in company websites on the rise 2012 IDC tech marketing barometer study
  • 15. Personalizing & Optimizing PPC Campaigns SEO, PPC and Display Ads - 42% of marketing budgets* How can you optimize? • Landing page optimization • Based on source, industry & location • Dynamic keyword insertion / messaging on landing page • Use Auto-Tune findings in PPC adverts • Redirect SEO traffic to relevant landing page *2012 IDC tech marketing barometer study
  • 16. Personalizing & Optimizing Emails 16% of digital budgets spent on email marketing* How can you optimize? • Real-time learning and Auto-Tune on the fly • Identified prospects - Email account based marketing • Change the B2B to personalized B2P *2012 IDC tech marketing barometer study
  • 17. Conclusion - Personalization, Your Landing Page Breakthrough • Advancing your ROI on Landing pages, PPC and Email • Real-time, Auto-Tune – continuous optimization • Personalization – relevancy and success • Invest in onsite, attentive traffic • Change the B2B to B2P
  • 18. Questions? Connect with us: insightera.com/blog facebook.com/insightera twitter.com/insightera Mike Telem - mike@insightera.com David Myers - davidm@insightera.com

Editor's Notes

  1. As marketers, we are surrounded with data but we can really leverage it.Many analytics but too much analysis required.By the time we get an idea its not relevant.Our customers/products and channels create N-dimensional customerjournies
  2. Per segment
  3. www.insightera.com/?sample=auto-tuneReal-life case on insightera.com for account based marketing and real-time marketingWe targeted the advanced marketer familiar with MAP.Segmented traffic from google, linkedin keywords, adverts to arrive on home page with auto-tune test.Results showed real-time marketing outperformed account based marketing campaign
  4. IDC is a wholly-owned subsidiary of International Data Group (IDG), the world's leading technology media, events and research company.Email is the second-most-important digital marketing program spend category for respondents, which aligns with the previous findings that direct marketing as a whole is expected to increase in 2012. Email is the steadfast workhorse, and although it is less glamorous than other new media, it consistently ranks highly among tech marketers.